The Myth of "Seamless"
The Myth of "Seamless"
May 19, 2026
Why trying to remove all friction is a commercial mistake.
Leadership often obsesses over making the customer journey "seamless." The assumption is that all friction is waste. This is an operational oversimplification.
While "Sludge", unnecessary bureaucracy and broken links certainly erodes margins, removing all resistance can actually diminish the perceived value of a premium service. If a process feels too effortless, customers may fail to recognise the rigour and security happening behind the scenes, leading to a decline in trust and brand equity.
The commercial consideration is the deployment of "Ceremony." This is value-added friction designed to build confidence and reinforce your proposition.
For example, a deliberate pause for a security verification or a thoughtful onboarding diagnostic isn't a delay; it is a signal of expertise and care. To operationalise this, you must distinguish between friction that frustrates (Sludge) and friction that validates (Ceremony).Strategic growth is found in the balance: automate the mundane to eliminate Sludge, but curate the "moments of truth" to deepen the relationship.
Audit your "seamless" journey: if you have removed the moments where your expertise is visible, you have commoditised your own value. Introduce Ceremony where it reinforces trust.
60sPOV. Strategy for the customer-led growth agenda. Turning customer experience and operational excellence into commercial advantage.
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This article was originally published in the 60sPOV newsletter on LinkedIn.